Director of Enrollment Marketing (CC)

Supervisor: Sr. Director of Enrollment Marketing

Status: Full Time

Job Location: Hybrid Longmeadow or Remote if beyond 45 miles

Exempt (Yes/No): Yes

JOB SUMMARY:

The Director of Enrollment Marketing provides strategic leadership for enrollment marketing initiatives for their assigned divisions / programs to meet enrollment goals. Reporting to the Sr. Director of Enrollment Marketing, this position develops and executes integrated marketing strategies with a strong emphasis on digital marketing, email marketing, lead generation, and marketing automation.

The Director collaborates closely with Enrollment Management, and Academic Affairs, and external agency partners to develop campaigns that attract, engage, and convert prospective students throughout the enrollment funnel. This role is responsible for optimizing marketing performance through data analysis, audience segmentation, CRM strategy, and continuous improvement.

Essential Responsibilities

• Develop and execute integrated enrollment marketing strategies that support recruitment and enrollment goals for assigned divisions and programs.
• Lead multi-channel marketing campaigns across digital, email, web, social media, paid media, search, display, and other channels to generate inquiries, applications, and enrollments.
• Develop and oversee enrollment communication strategies that engage prospective students throughout the enrollment lifecycle—from inquiry through enrollment—including targeted email marketing campaigns, automated communication flows, and personalized messaging that improves engagement, conversion, and enrollment yield.
• Partner with the Enrollment Marketing Systems team to optimize CRM workflows, audience segmentation, lead management, marketing automation, campaign tracking, and reporting to support effective recruitment and personalized student communications.
• Monitor and optimize digital marketing performance, website conversion, email engagement, and enrollment funnel metrics through data analysis, A/B testing, and continuous improvement to maximize marketing effectiveness and return on investment.
• Collaborate with Enrollment Management, Academic Affairs, Communications, and external agency partners to develop integrated recruitment campaigns that align with institutional priorities, enrollment goals, and brand standards.
• Partner with web and creative teams to develop and optimize enrollment-focused content, landing pages, digital experiences, and calls to action that strengthen prospective student engagement and conversion.
• Manage assigned marketing budgets, agency relationships, project timelines, and campaign execution, ensuring initiatives are completed on time, within budget, and aligned with strategic priorities.
• Drive innovation by evaluating emerging enrollment marketing trends, digital technologies, and artificial intelligence (AI) tools to enhance recruitment strategies, personalize the prospective student experience, improve operational efficiency, and strengthen marketing performance while ensuring technology complements, not replaces, the human-centered student experience.
• Prepare and present campaign performance reports, key performance indicators, market insights, and strategic recommendations to senior leadership, using data to inform decision-making and continuous improvement.